BMC Implements Stricter Regulations for Outdoor Advertising

The Brihanmumbai Municipal Corporation (BMC) has recently introduced a comprehensive policy for outdoor advertising in Mumbai, with the primary goal of enhancing public safety and preserving the city’s aesthetics. This move comes in the wake of a tragic incident in Ghatkopar where an unauthorised hoarding collapse resulted in 17 fatalities and 75 injuries. The 58-page draft policy, currently open for public feedback until August 28, outlines a ten-year regulatory framework for outdoor advertising approvals, including digital formats.

One of the key aspects of the new policy is the strict accountability measures imposed on advertisers. In the event of any accidents or incidents involving their advertisements, advertisers will be held solely liable for legal actions, claims, or damages. To ensure compliance, the policy includes provisions for blacklisting advertisers found in violation. Blacklisted entities will be prohibited from applying for new hoarding installations, with the duration of the blacklist varying based on the severity of the offence.

Moreover, the policy introduces an annual 10% increase in the advertisement license fee. To mitigate risks associated with outdoor advertising, advertisers will be required to obtain insurance coverage ranging from Rs five lakh to Rs one crore to cover potential damages or losses caused by hoardings. These measures aim to hold advertisers accountable for the safety and well-being of the public.

In terms of hoarding placements, the policy imposes stringent restrictions to enhance safety and maintain the city’s visual appeal. Hoardings will be banned from being installed on building terraces, construction fences, dead walls, glass facades, footpaths, traffic islands, medians, and gantries. The maximum size for hoardings is capped at 40 feet by 40 feet to prevent oversized structures that could pose a risk to public safety.

Additionally, the policy emphasizes the importance of adhering to a ‚Code of Conduct‘ for granting permissions for political displays during elections. Outdoor advertising media owners are required to ensure that hoardings are aesthetically designed, framed, and well-maintained. Advertisements on buildings must complement the scale, proportions, and architectural details of the structures they adorn without compromising the buildings‘ character or obscuring key architectural features.

Overall, these regulations are designed to ensure the safety of citizens and preserve the urban landscape of Mumbai. By addressing long-standing concerns associated with outdoor advertising, the BMC aims to create a safer and more visually appealing environment for residents and visitors alike. The public feedback period provides an opportunity for stakeholders to contribute their suggestions and objections, shaping the final policy that will govern outdoor advertising in the city for years to come.